Using Social Media for Insurance Marketing: A Relationship-First Approach

In the world of insurance, trust is everything. Whether you’re offering home, auto, life, or commercial coverage, clients aren’t just buying a policy. They’re buying confidence that you’ll be there when it matters most.

Social media might not feel like a natural fit for building that kind of trust, but when used strategically, it can become an effective way to stay visible, build relationships, and earn referrals. You don’t need a huge following to make it work. You just need to show up consistently with helpful, human content.

Here’s how to use social media for insurance marketing in a way that feels natural, manageable, and meaningful.

Social Media is a Relationship Channel

Most people don’t log into Facebook or Instagram hoping to shop for insurance. That’s why using social media only to push products or promote policies often falls flat.

Instead, think of it as a way to keep your name top of mind. When someone has a question about coverage, gets into an accident, or is referred by a friend, you want your agency to be the one they already recognize and trust.

Approach social media the same way you’d approach an in-person conversation: be helpful, friendly, and authentic.

What to Post: Practical Content Ideas That Build Trust

If you’ve ever sat at your desk wondering what to post, you’re not alone. The good news is, you don’t have to reinvent the wheel. The questions your clients ask every day are perfect starting points for content that educates and reassures.

Here are some practical ideas you can pull from:

Timely Reminders and Tips

• What to do after a car accident
• When to schedule a home policy review (new year, move, renovation)
• Hurricane or wildfire season prep

Insurance 101

• Explaining the difference between liability and comprehensive coverage
• What renters insurance does (and doesn’t) cover
• How life insurance works if you change jobs

Community and Team Highlights

• Introduce a new agent or spotlight a long-time team member
• Celebrate client milestones (with permission)
• Share photos from a local community event your team was involved in

Client Conversations (anonymized)

• “We helped a local couple this week who didn’t realize flood insurance wasn’t included in their homeowners policy. Here’s what you need to know.”

Personalized Stories

• “After my own car was rear-ended last year, I experienced firsthand how important it is to understand your deductible.”

These kinds of posts show that you care about protecting people, not just selling to them. Over time, they position you as a trustworthy expert in your community.

Choose the Right Platforms for Your Audience

You don’t need to be everywhere. Start with the platforms your clients actually use. For most insurance professionals, that means:

• Facebook, where many local families, retirees, and small business owners spend time.
• LinkedIn, which works well for commercial insurance or professional networking.
• Instagram, if you work with younger families or want to share more visual or lifestyle-driven content.

Pick one or two platforms and focus on consistency. One thoughtful post per week is better than a flurry of posts followed by silence.

Build Engagement Through Connection

Engagement doesn’t have to mean hundreds of likes. It’s about sparking real connection. When someone comments or shares your post, reply with a thank you. If a client tags a friend in need of coverage, follow up directly. These small interactions can build loyalty over time.

Make sure someone on your team is checking messages regularly. Many clients now reach out via social media just like they would by phone or email. A quick response can mean the difference between a missed opportunity and a booked policy.

Use Email to Reinforce What You Share on Social

Social media and email work better together. If you post a helpful tip about protecting your home during winter storms, include the same tip in your monthly client email.

Levitate makes it easy to repurpose content across channels so you can stay top of mind without doubling your workload. Social-style content in emails also helps your messages feel more conversational and less corporate.

Track What Works, but Keep the Big Picture in Mind

It’s helpful to know which posts get the most clicks or comments. But keep in mind that social media marketing for insurance is more of a slow burn than an instant payoff.

A client may scroll past your coverage explainer today and come back to it three months from now when their policy is up for renewal. Visibility and consistency matter just as much as metrics.

When you find topics that resonate, whether it’s life insurance planning or local weather prep tips, lean into those themes. But don’t get discouraged if some posts get lower engagement. Each one is still helping build your brand in the background.

Final Thoughts

Using social media for insurance marketing doesn’t mean you have to become a full-time content creator. It means showing up with empathy, offering value, and making it easy for clients and prospects to remember who you are and what you stand for.

By combining consistent social content with personalized email and real-life follow-up, you can strengthen relationships, earn referrals, and grow your book of business in a way that feels authentic.

And with Levitate, you can make that entire process simple. From scheduling posts to sending email check-ins and building referral touchpoints, it’s all in one place.

Want help creating a relationship-first marketing strategy? Let’s talk.